The owner of Thrashin Supply is Lance Coury (full legal name Lance Michael Coury), who founded the brand in 2014 and is listed as CEO and Director in California state business filings. His realistic net worth today, factoring in the business value and personal assets, sits somewhere in the $3 million to $10 million range, with the most defensible midpoint estimate around $5 million to $7 million. That range is wide for a reason: Thrashin Supply is a privately held company with no public financials, so any number you see online is an estimate built on indirect signals, not verified balance sheets.
Thrashin Supply Owner Net Worth Estimate and How to Verify
Marcus Holloway
18 May 2026
Who Actually Owns Thrashin Supply
Before you can estimate net worth, you need to lock down the right person. The name 'Thrashin Supply' sounds like it could belong to a skate brand, a streetwear label, or a hip hop-adjacent business, which is probably why people land on net worth tracker sites looking for this one. Because Thrashin Supply is private, any tape face net worth number you see online is also based on estimates from public signals rather than verified financials net worth tracker sites. The answer is straightforward once you dig into the public record.
Lance Michael Coury is the confirmed owner and founder. USPTO trademark records (Registration #6811466, filed March 2021, registered August 2022) list 'THRASHIN SUPPLY COMPANY' as owned by 'Lance Coury,' legal entity type: Individual. California Secretary of State business registry filings (document number 3762038, filed March 2, 2015) name him as CEO and Director, with Courtney Coury listed as CFO and Secretary. A podcast appearance also explicitly introduces him as 'the owner and founder of THRASHIN' Supply.' There is also a Hot Bike Magazine piece featuring a Lance Coury Jr. interviewing Lance Coury Sr., indicating family involvement in the brand across generations.
The business itself is Thrashin Supply Co., a California general corporation headquartered at 5555 Tech Circle, Moorpark, CA 93021. It produces performance parts, gloves, bags, exhaust systems, and apparel for V-Twin motorcycle riders, positioning itself as 'American Made Motorcycle Parts and Apparel' designed, developed, and tested by riders since 2014. The brand distributes through its own website and major retail partners like RevZilla, which lists a large catalog across categories including handlebars, floorboards, foot controls, luggage, and exhaust.
What 'Net Worth' Actually Means Here
Net worth has a simple formula: Assets minus Liabilities. That applies whether you're calculating it for a person or a business. For Lance Coury personally, his net worth includes the estimated market value of Thrashin Supply (as a private company, that's an equity stake), personal real estate, investments, cash, and any other holdings, minus personal debts and business-side obligations. For Thrashin Supply as a brand, its 'net worth' is really business equity: what the company owns (inventory, equipment, IP, receivables, cash) minus what it owes (loans, vendor payables, overhead obligations).
These two framings are related but not identical. Lance Coury's personal net worth is almost certainly higher than the standalone book value of the company, because entrepreneurs often hold personal real estate and other assets outside the business. But for a founder who owns most or all of a business, the company's equity value is usually the single biggest line item in their personal wealth picture. That's the case here.
Verifiable Public Signals to Work From
Because Thrashin Supply is private, there are no SEC filings or public earnings reports. You work from indirect signals, and the quality of your estimate depends entirely on which signals you use and how honestly you interpret them.
- California SOS filing (document #3762038): confirms active corporate structure since 2015, ongoing officer appointments, and a physical commercial address in Moorpark, CA.
- USPTO trademark registration (#6811466): confirms Lance Coury has invested in IP protection, a real signal of a business with meaningful brand value worth defending.
- Physical showroom: 5555 Tech Circle, Moorpark, CA 93021, open Monday through Friday 8AM to 4PM with select Saturdays. A physical showroom in a commercial building indicates overhead investment, lease obligations, and actual foot traffic.
- RevZilla distribution: Being stocked on RevZilla, one of the largest online motorcycle parts retailers in the US, signals consistent product availability, vendor approval processes, and meaningful wholesale volume.
- Product breadth: Exhaust systems, handlebars, floorboards, luggage, gloves, and apparel across a V-Twin catalog is not a one-SKU side hustle. This is a multi-category operation with real supply chain complexity.
- Media presence: Podcast appearances and Hot Bike Magazine coverage are organic credibility indicators, not paid placements, suggesting the brand has genuine industry standing.
- BBB listing (not accredited, but listed): confirms the business is operating at a scale where consumer interactions generate public-facing reviews and complaints, a normal marker for a real-volume retailer.
What you cannot directly verify from public sources: annual revenue, profit margins, inventory valuation, real estate ownership, or personal investment accounts. Every estimate that follows is built on reasonable inference from the signals above.
Building the Net Worth Estimate Step by Step
Revenue and Income Estimates
A specialty motorcycle parts and apparel brand with a physical showroom, nationwide retail distribution, and a catalog covering exhaust, handlebars, floorboards, luggage, and apparel typically operates somewhere in the $2 million to $10 million annual revenue range. Brands at the lower end of V-Twin specialty manufacturing might pull $1 million to $3 million. Brands with strong DTC (direct-to-consumer) ecommerce plus wholesale distribution like RevZilla tend to land higher. Thrashin Supply's product breadth, more than a decade of operation, and branded identity suggest it's closer to the $3 million to $7 million revenue range. At a 10% to 20% net profit margin (reasonable for a manufacturing-forward brand), that's $300,000 to $1.4 million in annual net income.
Business Equity Valuation
Private businesses in manufacturing and specialty retail are commonly valued at 2x to 4x annual revenue, or 4x to 8x EBITDA (earnings before interest, taxes, depreciation, and amortization). Using a conservative 2x revenue multiplier on a $4 million revenue midpoint, the business itself might be worth around $8 million on paper. At 1x revenue it's $4 million. The brand equity (trademarks, customer relationships, product reputation in the V-Twin community) adds intangible value that wouldn't show up on a balance sheet. A reasonable business equity range is $3 million to $8 million.
Personal Assets Beyond the Business
A founder running a multi-million dollar operation for over a decade in Moorpark, California (Ventura County, where median home values are well above $800,000) would realistically hold personal real estate, retirement accounts, and personal savings on top of business equity. Estimating $500,000 to $2 million in personal assets outside the business is conservative and credible.
Liabilities to Subtract
A manufacturing and distribution business typically carries inventory financing, equipment leases, commercial real estate leases, and potentially small business loans. Personal liabilities (mortgage, vehicle loans) are standard. Estimating $500,000 to $2 million in combined personal and business-side liabilities is reasonable, especially in year twelve of operation when debt would be partially paid down.
The Net Worth Range and What Drives the Spread
| Scenario | Business Equity | Personal Assets | Liabilities | Estimated Net Worth |
|---|---|---|---|---|
| Conservative | $3M | $500K | $2M | ~$1.5M |
| Midpoint (most likely) | $5M | $1M | $1M | ~$5M |
| Optimistic | $8M | $2M | $500K | ~$9.5M |
The most defensible single number, using a midpoint revenue assumption and standard private-company valuation multiples, puts Lance Coury's net worth somewhere around $5 million as of 2026. The conservative floor sits near $1.5 million if the business is smaller than signals suggest. The optimistic ceiling approaches $10 million if Thrashin Supply has grown aggressively through DTC channels and Lance holds significant real estate equity in a high-value California market.
Wealth Breakdown: Where the Money Comes From
For a founder-operator like Lance Coury, wealth is concentrated in a few places. The business equity in Thrashin Supply Co. is almost certainly the dominant asset, likely representing 60% to 75% of total net worth. A decade-plus of founder salary and profit distributions would have funded personal real estate and savings, probably accounting for another 20% to 30%. Any licensing activity, content partnerships (like podcast appearances and media features), or endorsement arrangements with the broader V-Twin and custom motorcycle community would be secondary income streams that add to cash flow but are unlikely to move the net worth needle dramatically on their own.
It's also worth noting the multi-generational family angle. The Hot Bike Magazine piece featuring Lance Coury Jr. interviewing Lance Coury Sr. suggests the brand has family roots and possibly family labor or co-ownership dynamics. Whether elder-generation family members hold equity stakes or play advisory roles isn't confirmed in public records, but it's a variable that could complicate a clean single-person net worth attribution.
Business Growth Trajectory
Founded in 2014 with a V-Twin focus, Thrashin Supply has expanded from a parts-first operation to a full lifestyle brand covering apparel, bags, gloves, and exhaust. That kind of category expansion, over more than ten years, usually means compounding revenue growth, not flat-line performance. If the brand added product categories every two to three years and maintained distribution partnerships, the 2026 business is materially larger than the 2016 business. That trajectory matters for net worth because private company equity value compounds with revenue, and a business worth $1 million in year two might be worth $5 million to $8 million in year twelve if it has grown steadily.
Why Net Worth Claims Online Often Disagree
If you search 'Thrashin Supply owner net worth' and find wildly different numbers, here's why that happens. Most net worth estimate sites use one of a few methodologies: reverse-engineering from public business signals (what we've done here), guessing from lifestyle indicators (home location, car, social media), scaling from industry averages, or simply repeating other sites' numbers without independent verification. None of them have access to Lance Coury's actual balance sheet, because it's private.
- Revenue multiplier assumptions vary: one site might use 1x revenue, another uses 4x EBITDA, producing very different business valuations from the same underlying business.
- Outdated figures: a net worth estimate posted in 2020 doesn't account for category expansion, ecommerce growth, or California real estate appreciation since then.
- Conflating business net worth with personal net worth: the business equity and Lance Coury's personal wealth are related but not the same number.
- No public filings to anchor to: without a Form 4, SEC disclosure, or published earnings, every site is estimating from the same limited signals.
- Family dynamics and equity distribution: if other family members hold equity stakes, Lance's personal net worth is lower than the total business value.
The most reliable way to track updates is to monitor California SOS filings for ownership or officer changes, watch for USPTO trademark activity (new filings or transfers suggest business evolution), check RevZilla and similar retailers for catalog growth or contraction, and follow the brand's media presence for any interviews where Coury discusses business milestones or expansion plans. None of that gives you a balance sheet, but together those signals let you refine your estimate over time.
This kind of estimation methodology works the same way whether you're tracking a V-Twin motorcycle brand founder, a streetwear label CEO, or any other privately held business owner. The absence of public financial records doesn't mean you can't form a credible range. It means you have to be honest about where your assumptions sit and how much confidence each signal actually deserves. For Lance Coury and Thrashin Supply, the public record is clear enough to anchor a real estimate, and the most honest answer is: somewhere between $3 million and $8 million, with $5 million as the most defensible midpoint today.
FAQ
Why do online “Thrashin Supply owner net worth” numbers differ so much?
Use the confirmed identity first, Lance Michael Coury, then ignore results that label a different person with a similar name or a different brand. The quickest check is whether the net worth figure claims a source like an SEC report or audited statements, because private-company owner net worth sites generally cannot have those details, so they are often mixing up individuals.
What assumptions change the net worth estimate the most for Thrashin Supply?
Expect the biggest swing from assumptions about (1) revenue level, (2) profit margin, and (3) what multiple applies to a private maker or specialty distributor. If someone assumes much higher margins or uses a far larger valuation multiple, their implied business equity can jump by millions even with similar revenue.
Is Thrashin Supply’s business value the same thing as Lance Coury’s personal net worth?
It helps to separate “business equity value” from “personal net worth.” A founder can own personal assets outside the company, like real estate and retirement accounts, that raise personal net worth above the company’s standalone equity value. Conversely, if the company has debts that the owner personally guarantees, personal net worth could be lower than what business-only valuation suggests.
Can I verify Thrashin Supply’s revenue, profit, or inventory to compute net worth precisely?
Not directly. You cannot back out a reliable inventory valuation or actual cash position without filings or audited accounts. Any estimate that claims precise inventory numbers or specific bank balances is almost certainly guessing. Treat inventory as an uncertainty factor, not a confirmed data point.
What public records updates should I watch to refine the estimate over time?
Track changes rather than one-time snapshots. Monitor California Secretary of State documents for officer and ownership updates, and watch USPTO records for trademark transfers or new registrations, since those often track brand expansion and can indicate strategy shifts that affect valuation.
How can I make my net worth range more reliable when I cannot see financials?
Assume a margin of error and test scenarios. For example, if you compute business value using different revenue points and a realistic valuation multiple band (lower to higher), you can see whether your conclusion stays in a similar range. If your final number wildly changes with small assumption tweaks, the estimate is not robust.
What red flags indicate a Thrashin Supply net worth estimate is likely unreliable?
A good sanity check is the concentration of wealth. Founder-led, private brands often concentrate value in the company, so if a site claims most of the owner’s net worth comes from unrelated activities without evidence, that is a red flag. Look for consistency between (a) the brand’s size signals and (b) the owner’s claimed wealth level.
Could family involvement affect the accuracy of “owner” net worth attribution?
Yes, especially if there are co-ownership or family-equity nuances. The article notes a multi-generational family angle that is not fully confirmed in public records, so a “single owner” attribution may overstate or understate the true share held by Lance Coury if other family members hold equity or advisory stakes.
How should home location or property values be used, if at all, in estimating Lance Coury’s net worth?
You can sometimes use real estate signals, but do it cautiously. The owner’s residence location alone does not prove ownership, and home prices do not equal net equity. A better approach is to treat real estate as a range based on typical Ventura County equity patterns, then combine it with business equity estimates.
What business signals would most likely push the Thrashin Supply net worth estimate up or down?
Watch for major distribution or product-line shifts, because they can change revenue run rate and stability. Evidence could include expanding catalog breadth across categories, deeper retail footprints, or clear signs of DTC growth (for example, rapid ecommerce expansion). Those shifts can justify updating the valuation multiple assumption.
